There is massive potential for garden products, furniture and plants as more than eight in ten adults have a garden and 3% have an allotment.

Around three in ten (14 million) adults think that paying more for better quality plants is worthwhile. Highlighting that plants are grown in the locality (or even on site) on product labelling would draw a connection between local sourcing and product quality.

While repeat customers can be rewarded with loyalty schemes or gardening clubs, rewards need to be big enough to make them think twice about going to another outlet. More than a third (18 million) shop at a number of places for garden products, but only one in five (10 million) buys most of their garden products from the same outlet.

A quarter of adults (13 million) really enjoy gardening as a hobby and this offers garden retailers the opportunity to make their garden centre a ‘social hub’ for keen gardeners and those developing an interest in gardening by launching a gardening club to highlight the social aspects of gardening.

There is potential to get more than one in six (9 million) adults growing their own fruit and vegetables. Overcoming some of the barriers to growing their own food (including lack of space, time or skills) and giving people more reasons to have a go are crucial to increasing sales of seeds and plants.

Display gardens that are regularly updated and take ideas from events such as the Chelsea or Hampton Court Flower Shows would help to provide more inspiration to the 17% of adults who think garden centres are a good source of ideas. The emphasis should be on practical advice to ‘create the look’ on a budget.

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